Journal of Product & Brand Management: Volume 30 Issue 2

Market orientation, brand management processes and brand performance

Pramod Iyer, Arezoo Davari, Saurabh Srivastava, Audhesh K. Paswan

The purpose of this study is to investigate the manner in which market orientation types facilitate the development of brand management processes (strategic brand management and…

Pseudo-ownership advertising appeal creates brand psychological ownership: the role of self-construal and customer type

Yan Kou, Samart Powpaka

In the advertising strategy called pseudo-ownership advertising appeal, ownership-implying language (e.g. my, our or your) is used to induce consumers’ “ownership” of a brand…

The role of marketing and product design in driving firm’s performance

Mónica Canto Primo, Irene Gil-Saura, Marta Frasquet-Deltoro

This study aims to suggest an integrative model to investigate design orientation by analyzing its links with market orientation and its ability to generate and maintain a…

Consumer responses to strategic customer extensions

Kimberley D. Preiksaitis, Peter A. Dacin

This study aims to examine how brands attempt to extend their customer set not through the typical route of adding brands, but through the strategic extension or enlargement of…

Migration intentions: a sign of a weak nation brand? A multi-group analysis between China and Pakistan

Salman Yousaf, Mohammad Zubair Tauni, Fan Xiucheng

This study aims to focus on the internal audiences of a nation brand, i.e. the citizens of a country and is built on the theoretical premise that migration intentions (MIs…

What’s in a name? Scent brand names, olfactory imagery, and purchase intention

Hua (Meg) Meng, César Zamudio, Robert D. Jewell

This paper aims to examine how olfactory imagery, triggered by scent brand names prior to smelling, influences scented-product purchase intention.

Challenges of corporate brand building and management in a state owned enterprise

Justine Alexandra Cullinan, Russell Abratt, Michela Mingione

While there is a growing body of literature about corporate branding, studies of corporate branding in state-owned enterprises (SOEs) are limited despite the important role they…

Co-production or DIY: an analytical model of consumer choice and social preferences

Rambod Dargahi, Aidin Namin, Seth Ketron

The purpose of this paper is to demonstrate how consumers choose among three different options offered by a firm in a monopolistic setting, namely, to buy a standard product with…

From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

Teresa Fernandes, Inês Inverneiro

Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of…

The red packet interaction and brand attitude in the brand communities on WeChat

Guowei Zhu, Yaru Liu, Li Zhou

Monetary incentives have been widely adopted by brands to promote consumer engagement in their brand communities on social networking sites. This paper aims to explore how the…